Disintermediation of consumer services through blockchain? The role of intermediary brands, value-added services, and privacy concerns

This paper explores the dynamics between value-added services, intermediary brands, and consumer privacy concerns in shaping attitudes toward blockchain-enabled consumer services. Grounded in the Antecedents-Privacy Concerns-Outcomes (APCO) framework, we develop a theoretical model that we test in three experimental studies with a total of 1613 participants, utilizing verbal scenarios featuring blockchain applications for international money transfer and hotel booking. Our research reveals that complete disintermediation via pure peer-to-peer blockchain transactions is unlikely. Consumers prefer blockchain applications offering supplementary services like call centers, password assistance, and cancellation options. As consumers become familiar with blockchain technology, privacy concerns intensify due to its distributed and immutable storage. The fears of data breaches are more pronounced when blockchain applications are offered by unknown startups as opposed to well-known Big Tech companies. However, privacy-conscious consumers also value the prospect of distancing themselves from big-data ecosystems by embracing blockchain solutions from startups. Our research extends the APCO framework by clarifying how privacy concerns, brand-based heuristics, and technological attributes interact. For managerial implications, blockchain applications necessitate re-intermediation to meet consumer preferences. Potential intermediaries, including Big Tech firms, startups, and industry incumbents, face unique challenges in developing and marketing blockchain-enabled consumer services.